Chapter 15 Consumer Decision Making and Beyond: Consumer Behavior, 10e (Schiffman/Kanuk)

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 15 Consumer Decision Making and Beyond
1) A ________ is the selection of an option from two or more alternative choices.

A) mood
B) decision
C) gift
D) consumer model
E) Hobson's choice
Answer: B
Diff: 1 Page Ref: 460
AACSB: Analytic Skills
Skill: Concept
Objective: 15.1: Understand what a consumer decision is
2) A no-choice decision is commonly referred to as a ________.

A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice
Answer: A
Skill: Concept
3) Jim has an ear infection and has to take the specific medication that his doctor has prescribed.
His selection of medications constitutes a ________ decision.
A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice
Answer: A
AACSB: Reflective Thinking
Skill: Application
1
Copyright © 2010 Pearson Education, Inc.
4) Extensive and limited problem solving, and routinized response behavior are three specific
levels of ________.
A) conjunctive decision rules
B) economic problem solving
C) affect referral rules
D) gifting behavior
E) consumer decision making
Answer: E
Skill: Concept
Objective: 15.2: Understand the three levels of consumer decision making
5) Of the three levels of consumer decision making, ________ requires the greatest effort on the
part of the consumer.
A) extensive problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: A
Skill: Concept
6) A consumer is most likely to use ________ when buying an expensive, important, or

technically complicated product or service for the first time.
Answer: A
Skill: Application
2
7) A consumer is most likely to use ________ when purchasing a new, updated version of
something that he or she has purchased before, such as replacing an old laptop with a new one.
Answer: C
Skill: Application
8) In cases of ________, the consumer needs a great deal of information to establish a set of
criteria on which to judge specific brands and a correspondingly large amount of information
concerning each of the brands to be considered.
Answer: A
Skill: Concept
9) In cases of ________, consumers have already established the basic criteria for evaluating the
product category and the various brands in the category, but have not fully established
preferences concerning a select group of brands.
Answer: C
Skill: Concept
3
10) Martin needs a new hybrid-electric car that can seat 4 people comfortably and has a trunk
that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best.
Martin's is a case of ________.
Answer: C
Skill: Application
11) In cases of ________, consumers have experience with the product category and a well-
established set of criteria with which to evaluate the brands they are considering.
Answer: E
Skill: Concept
12) Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend
to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and
picks up a pair. Maria's is a case of ________.
Answer: E
Skill: Application
4
13) The ________ portrays a world of perfect competition in which the consumer is
characterized as making rational decisions.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: A
Skill: Concept
Objective: 15.3: Understand four different views or models of consumer decision making
14) The economic model of consumer decision making is often rejected as ________.
A) too idealistic
B) too complex
C) outdated
D) irrational
E) culturally inappropriate
Answer: A
Skill: Concept
15) The ________ depicts the consumer as basically submissive to the self-serving interests and
promotional efforts of marketers.
Answer: B
Skill: Concept
5
16) Impulsive and irrational purchasers are basically adhering to the ________.
Answer: B
Skill: Application
17) The principal limitation of the ________ is that it fails to recognize that the consumer plays
an equal, if not dominant, role in many buying situations, seeking information about product
alternatives and selecting the product that appears to offer the greatest satisfaction.
Answer: B
Skill: Application
18) The principal limitation of the ________ is that consumers' ability to behave completely
rationally is limited by their existing skills, goals, and knowledge.
Answer: A
Skill: Application
6
19) In the ________, consumers are pictured as either receptive to or actively searching for
products and services that fulfill their needs and enrich their lives.
Answer: C
Skill: Concept
20) The ________ describes a consumer who falls somewhere between the extremes of the
economic and passive consumer models.
A) active consumer model
B) perceptual consumer model
Answer: C
Skill: Concept
21) Consumers often develop shortcut decision rules called heuristics to facilitate the decision
making process and to cope with ________.
A) lack of information
B) too much information
C) contradicting information
D) negative information
E) inconsistent information
Answer: B
Skill: Concept
22) The cognitive view of the decision making process yields ________ decisions.
A) perfect
B) satisfactory
C) poor
D) irrational
E) ideal
Answer: B
Skill: Concept
7
23) In the ________, a consumer is likely to associate deep feelings, such as joy, fear, love, and
hope with certain purchases or possessions.
Answer: D
Skill: Concept
24) ________ is typically an unfocused state that is already present at the time a consumer
"experiences" an advertisement, a retail environment, a brand, or a product.
A) Gifting behavior
B) Mood
C) Permission marketing
D) Consumer decision-making
E) Emotion
Answer: B
Skill: Concept
Objective: 15.4: Understand in detail the model of consumer decision making originally
introduced in Chapter 1
25) The ________ component of the consumer decision-making model draws on external
influences as sources of information about a particular product that influence a consumer's
product-related values, attitudes, and behavior.
A) marketing mix
B) output
C) decision
D) input
E) emotional
Answer: D
Skill: Concept
8
26) Within the context of the model of consumer decision making, the marketing mix activities
of organizations and nonmarketing sociocultural influences are the chief ________ factors.
A) cognitive
B) output
C) decision
D) input
E) emotional
Answer: D
Skill: Application
27) Within the context of the model of consumer decision making, a firm's ________ activities
are a direct attempt to reach, inform, and persuade consumers to buy and use its products.
A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment
Answer: A
Skill: Concept
28) The consumer's experience with a product plays a major role in the ________ stage of the
model of consumer decision making.
A) input
B) process
C) trial
D) output
E) decision
Answer: B
Diff: 3 Page Ref: 465, Figure 15.3
Skill: Concept
9
29) Within the context of the model of consumer decision making, the ________ includes the
unwritten codes of conduct that indicate which consumption behavior should be considered
"right" or "wrong."
A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment
Answer: E
Skill: Concept
30) The ________ component of the consumer decision-making model is concerned with how
consumers make decisions.
A) process
B) output
C) decision
D) input
E) emotional
Answer: A
Skill: Concept
31) Within the context of the model of consumer decision making, the ________ represents the
internal influences that affect consumers' decision-making processes.
A) marketing mix
B) prepurchase search
C) decision
D) evaluation of alternatives
E) psychological field
Answer: E
Skill: Concept
10
32) Within the context of the model of consumer decision making, ________ is likely to occur
when a consumer is faced with a "problem."
A) marketing mix
C) need recognition
E) psychological field
Answer: C
Skill: Concept
33) John has decided that he needs to switch cellular service providers because his cell phone
doesn't work in his new apartment. Within the context of the model of consumer decision
making, this is an example of ________ need recognition.
A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state
Answer: B
Skill: Application
34) Beth is tired of carrying around a cumbersome CD player and a heavy collection of CDs so
she can listen to her music on-the-go, and so has decided to convert her CD music collection to
MP3 and buy an iPod. This is an example of ________ need recognition.
A) hypothetical state
B) acquired state
C) desired state
D) avoidance state
E) psychological state
Answer: C
Skill: Application
11
35) ________ begins when a consumer perceives a need that might be satisfied by the purchase
and consumption of a product.
A) Marketing mix
B) Prepurchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field
Answer: B
Skill: Concept
36) Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase
information sources.
A) impersonal
B) evoked
C) independent
D) network
E) personal
Answer: E
Diff: 2 Page Ref: 470, Table 15.3
Skill: Application
37) Newspaper or magazine articles, direct-mail brochures, and web sites are considered
________ prepurchase information sources.
A) impersonal
B) evoked
C) independent
D) network
E) personal
Answer: A
Skill: Application
12
38) The ________ refers to the specific brands a consumer considers in making a purchase
within a particular product category.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: E
Skill: Concept
39) Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky
Way. These three candy bars are in Tom's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: E
Skill: Application
40) The ________ consists of brands the consumer excludes from the purchase consideration
because they are felt to be unacceptable.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: B
Skill: Concept
13
41) The ________ consists of brands the consumer is indifferent toward because they are
perceived as not having any particular advantages.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: A
Skill: Concept
42) Helen enjoys Jack's Links beef jerky. By contrast, she is indifferent to Oberto beef jerky, and
dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: A
Skill: Application
43) ________ are procedures used by consumers to reduce the burden of making complex
decisions by providing guidelines or routines that make the process less taxing.
A) Evoked sets
B) Inert sets
C) Heuristics
D) Inept sets
E) Independent sets
Answer: C
Skill: Concept
14
44) Karen is buying a new laptop. She is looking for a light-weight computer. The laptop she
purchases is a little heavier than she had originally hoped, but she was willing to accept the extra
weight for a computer with a bigger, clearer screen. Karen made her purchase decision using a(n)
________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule
Answer: D
Skill: Application
45) Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the
light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs.
Bob made his bulb choice using a(n) ________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
Answer: B
Skill: Application
46) Conjunctive, disjunctive, and lexicographic rules are examples of ________.

A) affective decision rules
B) noncompensatory decision rules
C) effective decision rules
D) compensatory decision rules
E) cognitive decision rules
Answer: B
Skill: Concept
15
47) In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff
point for each brand attribute he or she is considering.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
Answer: D
Skill: Concept
48) Hank wants a new digital camera and will accept for consideration any camera with greater
than 5 megapixel resolution. Hank is using a(n) ________.
Answer: C
Skill: Application
49) In a(n) ________, the consumer ranks a product's attributes in terms of perceived relevance
or importance, then compares the various alternatives in terms of the single attribute that is
considered most important. When two or more alternatives are comparable for the most
important attribute, the consumer rates those alternatives on the basis of the second most
important attribute.
Answer: A
Skill: Concept
16
50) A consumer who selects the product with the highest overall rating when considering all its
attributes has used a(n) ________.
Answer: B
Skill: Concept
51) A ________ is the exploratory phase of purchase behavior in which consumers attempt to
evaluate a product through direct use.
A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase
Answer: B
Skill: Concept
52) ________ behavior is closely related to the concept of brand loyalty, which most firms try to
encourage because it contributes to greater stability in the marketplace.
A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase
Answer: D
Skill: Concept
17
53) ________ can be thought of as the gift exchange that takes place between a giver and a
recipient.
A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase
Answer: C
Skill: Concept
Objective: 15.5: Understand the nature and scope of consumer gift giving
54) Barry buys a necklace as a gift for his girlfriend. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer: A
Skill: Application
55) The Lambert family gives their babysitter a high school graduation gift. This is an example
of ________.
Answer: B
Skill: Application
18
56) Kim finishes a big project for school and treats herself to a coffee and piece of cake at
Starbucks. This is an example of ________.
Answer: D
Diff: 2 Page Ref: 486 Table 15.14
Skill: Application
57) Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its
accounting firm. This is an example of ________.
Answer: C
Skill: Application
58) Marge and Steve treat themselves to a Caribbean cruise for their 25th wedding anniversary.
This is an example of ________.
Answer: E
Skill: Application
19
59) ________ is the "art of asking consumers if they would like to receive a targeted e-mail ad,
promotion, or message before it appears in their in-box."
A) Gifting behavior
B) Relationship marketing
C) Set evocation
E) Trial purchase
Answer: D
Skill: Concept
Objective: 15.7: Understand the need for relationship marketing
60) ________ stresses a firm's long-term commitment to the individual customer.

A) Gifting behavior
B) Relationship marketing
C) Set evocation
E) Trial purchase
Answer: B
Skill: Concept
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to
colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.
She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far
away from home. A college counselor had suggested to her that Columbia has a comparable
reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having
any particular advantage over the schools to which she had already decided to apply. She is
eventually accepted to, and decides to attend Cornell University. Upon arriving on campus,
Evelyn immediately notices a deliberate effort on the part of the college to make new students
not only feel at home, but that they have absolutely made the right decision in attending Cornell.
61) In the COLLEGE MINI CASE, Evenlyn's college counselor is a(n) ________ source of
prepurchase information.
A) impersonal
B) affective
C) cognitive
D) inert
E) personal
Answer: E
Skill: Application
20
62) In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: E
Skill: Application
63) In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: A
Skill: Application
64) In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: D
Skill: Application
21
65) In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made
the right decision, they are trying to encourage a positive ________.
A) need recognition
B) postpurchase evaluation
C) purchase behavior
E) prepurchase evaluation
Answer: B
Skill: Application
GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday. He
knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to get their
girlfriends jewelry or perfume. His older sister recommends a necklace or earrings. While he's
at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff
for himself and he "deserves it."
66) In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is known
as ________.
Answer: A
Skill: Application
67) In the GIFT MINI CASE, when Winston buys a watch for himself as a self-gift, this is
known as ________.
Answer: D
Skill: Application
22
68) In the GIFT MINI CASE, Vanessa's high expectations of Winston are likely to prolong the
________ stage of the decision-making process.
A) need recognition
C) postpurchase evaluation
D) permission marketing
E) relationship marketing
Answer: B
Skill: Application
69) In the GIFT MINI CASE, Winston's perception of what he is "supposed" to get Vanessa is
the result of ________.
A) psychological field
B) evaluation of alternatives
C) prepurchase search
D) sociocultural inputs
E) need recognition
Answer: D
Skill: Application
70) In the GIFT MINI CASE, Winston's sister represents a(n) ________ source of prepurchase
information.
A) impersonal
B) sociocultural
C) personal
D) evoked
E) inept
Answer: C
Skill: Application
23
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs. She
currently runs with a CD player, but is irritated with the frequency with which it skips and the
limited amount of music that can be stored on a CD. After reviewing several consumer reviews
on various tech websites, she identifies 5 different MP3 player models that might meet her needs.
She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all
options with fewer than 20 GB. There are now 3 models remaining. She then decides that she
will only accept players with at least 15 hours of battery life. She is now considering only 2
players. Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life more than
compensates for the additional weight.
71) In the MP3 MINI CASE, the online consumer reviews that Judy reads before selecting a new
MP3 player are part of the ________ component of the consumer decision making model.
A) output
B) experience
C) input
D) trial
E) process
Answer: C
Skill: Application
72) In the MP3 MINI CASE, Judy's need recognition style makes her a(n) ________ type.
A) desired state
B) affective state
C) actual state
D) aspired state
E) deficiency state
Answer: C
Skill: Application
24
73) In the MP3 MINI CASE, Judy narrows her options from 5 to 3 player models based on a
________.
A) compensatory decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer: E
Skill: Application
74) In the MP3 MINI CASE, Judy narrows her options from 3 to 2 player models based on a
________.
Answer: D
Skill: Application
75) In the MP3 MINI CASE, Judy selects Player A over Player B based on a ________.
Answer: A
Skill: Application
76) No-choice purchase or consumption situations are fairly common.

Answer: FALSE
Skill: Concept
25
77) All consumer decision-making situations require the same degree of information search.
Answer: FALSE
Skill: Concept
78) When consumers have no established criteria for evaluating a product category, they engage
in extensive problem solving.
Answer: TRUE
Skill: Application
79) Consumers rarely have all the information or sufficiently accurate information or even an
adequate degree of involvement or motivation to make the "perfect" decision.
Answer: TRUE
Skill: Concept
80) Consumers operate in an imperfect world in which they do not maximize their decisions in
terms of economic considerations.
Answer: TRUE
Skill: Concept
81) The cognitive view of consumer decision making recognizes that the consumer is unlikely to
even attempt to obtain all available information about every choice.
Answer: TRUE
Skill: Concept
82) The greater the degree of "newness," the more difficult it is for the consumer to evaluate the
product and relate it to his or her need.
Answer: TRUE
Skill: Concept
26
83) When consumers make an emotional purchase, more emphasis is placed on the prepurchase
search for information.
Answer: FALSE
Skill: Concept
84) Buying products that afford emotional satisfaction is a perfectly rational consumer decision.
Answer: TRUE
Skill: Concept
85) In general, individuals in a negative mood recall more information about a product than those
in a positive mood.
Answer: FALSE
Skill: Concept
86) Past experience is considered an external source of information. The greater the relevant past
experience, the less internal information the consumer is likely to need to reach a decision.
Answer: FALSE
Skill: Application
87) In low-risk situations, consumers are likely to engage in complex and extensive information
search and evaluation.
Answer: FALSE
Skill: Application
88) A person is more likely to spend more time in the prepurchase search if it is a gift he is
looking for.
Answer: TRUE
Skill: Concept
27
89) In buying a truck, Bob will only consider American-made trucks because he believes foreign
truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in
Bob's inept set.
Answer: TRUE
Skill: Application
90) The inert set consists of the small number of brands the consumer is familiar with,
remembers, and finds acceptable.
Answer: FALSE
Skill: Concept
91) It is essential that a product be part of a consumer's evoked set if it is to be considered at all.
Answer: TRUE
Skill: Concept
92) A unique feature of a compensatory decision rule is that it allows a positive evaluation of a
brand on one attribute to balance out a negative evaluation on some other attribute.
Answer: TRUE
Skill: Concept
93) Sue is looking for a new car. She had eliminated any car without comfortable seating for at
least four people and that gets less than an average of 35 miles per gallon in fuel efficiency. Sue
has used a lexicographic decision rule to narrow down her choices.
Answer: FALSE
Skill: Application
28
94) In applying the disjunctive decision rule, the consumer establishes a separate, minimally
acceptable cutoff level for each attribute. If an option meets or exceeds the cutoff established for
any one attribute, it is accepted.
Answer: TRUE
Skill: Concept
95) Task complexity, information organization, and time constraint are the three major
contextual factors in decision tasks.
Answer: TRUE
Skill: Concept
96) The objective of the output portion of the consumer decision-making model is to increase the
consumer's satisfaction with his or her purchase.
Answer: TRUE
Skill: Concept
97) Repeat purchase usually signifies that the product meets with the consumer's approval and
that he or she is willing to use it again and in larger quantities.
Answer: TRUE
Skill: Application
98) Negative disconfirmation of expectations involves the performance of a product exceeding

the consumer's expectations, leading to consumer satisfaction.
Answer: FALSE
Skill: Concept
29
99) There is a strong direct relationship between consumer satisfaction and consumer retention.
Answer: FALSE
Skill: Concept
100) It is to a firm's advantage to develop long-term relationships with existing customers

because it is harder and more expensive to make an additional sale to an existing customer than
to make a new sale to a new customer.
Answer: FALSE
Skill: Application
101) What are three decision categories that require consumption decision making? Give an
example of each.
Answer: Brand decisions: whether to purchase one's usual brand versus a new brand
Channel purchase decisions: whether to purchase online or at a department store
Payment purchase decisions: to pay for the purchase in cash or using a credit card
Skill: Application
102) What are the three levels of consumer decision making? Briefly define each.
Answer:
∙ Extensive problem solving: when consumers have no established criteria for evaluating a
product category or specific brand in that category.
∙ Limited problem solving: consumers already have established the basic criteria for evaluating
the product category and the various brands in the category.
∙ Routinized response behavior: at this level, consumers have experience with the product
category and a well-established set of criteria with which to evaluate the brands they are
considering.
Skill: Concept
30
103) What factors determine how extensive a consumer's problem-solving task is?
Answer: Just how extensive a consumers problem-solving task is depends on how well
established his or her criteria for selection are, how much information he or she has about each
brand being considered, and how narrow the set of brands is from which the choice will be made.
Extensive problem solving implies that the consumer must seek more information to make a
choice, whereas routinized response behavior implies little need for additional information.
Skill: Concept
104) Explain the economic view of consumer decision making. Why is this model considered to
be unrealistic?
Answer: The economic consumer model portrays a world of perfect competition in which the
consumer is characterized as making rational decisions. This model has been criticized because
consumers rarely have all the information, sufficiently accurate information, an adequate degree
of involvement, or motivation to make the so-called "perfect decision." It has been argued that
the classical economic model of an all-rational consumer is unrealistic for the following reasons:
∙ People are limited by their existing skills, habits, and reflexes.
∙ People are limited by their existing values and goals.
∙ People are limited by the extent of their knowledge.
Skill: Application
105) Differentiate between moods and emotions.

Answer: Mood can be defined as a "feeling state" or state of mind. Unlike an emotion, which is
a response to a particular environment, a mood is more typically an unfocused, preexisting state.
Compared to emotions, moods are generally lower in intensity, longer lasting, and are not as
directly coupled with action tendencies and explicit actions as emotions.
Skill: Concept
31
106) Identify and give examples of the two different need or problem recognition styles among
consumers.
Answer:
∙ Actual state Type: consumers perceive that they have a problem when a product fails to
perform satisfactorily, e.g. a cordless telephone develops constant static.
∙ Desired state Type: a consumer's desire for something may trigger the decision process, e.g. a
cell-phone user decides to upgrade his phone to the "cool" new flip-phone, even though his
existing phone works just fine.
Skill: Application
107) Name five factors that are likely to increase prepurchase search with regards to a product or
service.
Answer:
1. The consumer is purchasing it for the first time
2. High price
3. Frequent changes in product styles
4. Purchase is a gift
5. Product is socially visible
Skill: Concept
108) Identify the three factors that impact a brand's credibility.

Answer:
∙ the perceived quality of the brand
∙ the perceived risk associated with the brand
∙ the information costs saved with that brand (due to the time and effort saved by not having to
shop around
Skill: Concept
32
109) Consumers are frequently presented with incomplete information. Identify four strategies
that consumers can adopt for coping with missing information.
Answer:
∙ Consumers may delay the decision until the missing information is obtained.
∙ Consumers may ignore missing information and decide to continue with the current decision
rule using the available attribute information.
∙ Consumers may change the customarily used decision strategy to one that better
accommodates missing information.
∙ Consumers may infer the missing information.
Skill: Application
110) Research indicates that consumers today are less loyal than in the past. Identify the six
major forces at work in this trend.
Answer:
∙ the abundance of choice
∙ availability of information
∙ entitlement (consumers repeatedly ask "What have you done for me lately?")
∙ commoditization (most products/services appear to be similar - nothing stands out)
∙ insecurity (consumer financial problems reduce loyalty)
∙ time scarcity (not enough time to be loyal)
Skill: Concept
33

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Chapter 15 Consumer Decision Making and Beyond: Consumer Behavior, 10e (Schiffman/Kanuk)

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 15 Consumer Decision Making and Beyond

1) A ________ is the selection of an option from two or more alternative choices.

2) A no-choice decision is commonly referred to as a ________.

6) A consumer is most likely to use ________ when buying an expensive, important, or

46) Conjunctive, disjunctive, and lexicographic rules are examples of ________.

60) ________ stresses a firm's long-term commitment to the individual customer.

63) In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.

64) In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________.

76) No-choice purchase or consumption situations are fairly common.

98) Negative disconfirmation of expectations involves the performance of a product exceeding

100) It is to a firm's advantage to develop long-term relationships with existing customers

105) Differentiate between moods and emotions.

108) Identify the three factors that impact a brand's credibility.

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